Uro: Blurring The Lines Between Skate Shoes & High-End Casual Sneakers

Since its launch in 2022, Uro’s blend of vegan high-end casual sneakers and skate shoes have been a huge success in their native market of Norway, and now the brand is looking to take bigger steps into the European market. We spoke with CEO Trond-Eirik Husvaeg, to see what’s next for Uro and how they plan to market their shoes.

What was the thinking behind the launch of Uro in 2022?
We wanted to create a bridge between skate shoes and high-end casual sneakers. It’s more of a skateable casual sneaker. A bit more finessed in every detail. Our goal was to craft skateable casual sneakers that stood out for their meticulous attention to detail while remaining steadfast in our commitment to sustainability. Everything we do is as sustainable as we can, we try to make the best possible choices along the way. Uro is here to add some finesse and prosecco to your lifestyle. At the heart of our mission was a desire to add a touch of finesse and style to everyday life, ensuring that our shoes could be worn in diverse settings – from after skate sessions to workplaces or even weddings.

Who are the management behind the brand?
The brand is a collective of creative people. From actors & musicians to action sport athletes and artists.

Uro’s leadership is a dynamic collective of creative minds, bringing together a diverse group of individuals from various backgrounds. This management team includes myself (Tronna, known for my involvement with Vimana Snowboards), Per Bendiksen, a photographer with a wealth of experience, and Per Reime, who served as the Chief Financial Officer. The combination of these diverse skill sets, and backgrounds, created a well-rounded team that could drive Uro’s vision forward. Collaborating with independent designers is a significant aspect or the Uro brand identity. It allows us to infuse fresh, innovative designs into our products.

How was the brand received in the market?
We “silent” launched the brand with our website and open showroom. The brand will grow with our wide range of ambassadors and selective retailers. So far most of our limited drops sold out faster than we could expect. We have a few selected shops that have been crucial to rolling out Uro in Norway. So far, the response has been amazing, with returning consumers changing their entire shoe closet to Uro.

Please take us through your product range.
Our main focus is casual sneakers. Everything from the classic prison shoe (slip-on), low tops that go with everything, mid top sneakers for the perfect après steeze and athletic shoes inspired by 70`s tennis icons. All of them are vegan and we strive to make the best possible sustainability choices in every step of the way. We also have collabs with different streetwear artists with a clean basic line of streetwear to support it. Everything from safari hats to high-end casual jackets.

And tell us about your best-selling shoe.
Our best-selling shoe is our low-cut clean sneaker called the Elo. It comes in various different colourways. It is a unisex shoe, and we sell 50/50 to men and women. The second best-selling shoe is called the Harvey, this is a mid-top version of the Elo. Great for autumn and winter. Deep comfy heel cups and innersoles with eva dampening.

What are your marketing stories for the FW24 season?
We have a big campaign coming soon (or might be in action once this comes out). It is all built around Mari Hetland, a famous Norwegian clothing designer and our collab jacket.

We also have one-off designer shoes with Swedish shoe designer Lisa Sundvall. These might go a little bit under the radar, since we have a waiting list for purchasing.

Our new shoe The Libertine is also launching mid-February with a campaign including concerts and launch parties.

Please tell us about your ambassador program.
Uro is a Norwegian word, “restlessness” would be the English translation. We support painters, actors, athletes and musicians. Keep an eye open, you just might spot Uro at your next concert or art exhibition.

In which territories are you looking for distributor/sales agents?
We are looking for the right distribution partners all over Europe. Uro is a new brand and do rely on the right fit with a distribution partner. The best possible fit would be partnering with a complementary brand to expand their market share.

We work dynamically and carefully listen to the individual markets; a perfect partner could also have direct impact on the coming product line-ups.

Currently we sell D2C outside of Norway, but we are looking to channel this sale through retail.